While the scale of China's skincare product retail market is steadily recovering, the channel structure is quietly undergoing changes. The white paper points out that during the overall recovery process of the industry, 71% of skincare product consumption comes from online channels. Content e-commerce represented by Douyin has become the main source of the increment in online channels, significantly leading comprehensive e-commerce. However, comprehensive e-commerce also relies on major promotional activities such as "618" and "Double 11" to reach its annual sales peaks.

Relatively speaking, the recovery of the offline market shows diversity, and the recovery rhythms of different channels vary. The white paper shows that, overall, modern supermarkets and cosmetics stores remain the main forces in the offline market. However, thanks to the relatively strong direct stickiness with consumers, the department store counter channel demonstrates better pressure resistance and resilience compared to cosmetics stores and modern supermarkets.

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